Start spreadin’ the news: CoverGirl will open a flagship in New York City’s Time Square, the brand’s first-ever brick-and-mortar space.

Per Coty, the store will be an “experiential interpretation” of CoverGirl’s “I am what I make up” philosophy, and will come in at 10,000 sq. ft. It will include an experiential beauty playroom with interactive features; full-service makeup application; on-the-go services; digital experiences and more.

The move is part of the cosmetic company’s re-branding overhaul; according to Coty, it will be the first flagship store in North America for a legacy mass beauty brand.

“It is our mission to show up for people wherever they are on their beauty journey and offer them innovation and experiences that inspire them to become whatever version of themselves they want to be in the moment,” said Coty SVP CoverGirl Ukonwa Ojo. “At CoverGirl, we believe that makeup is a powerful tool for creativity and self-expression. Opening a concept store will help bring this brand purpose to life in an immersive, elevated and multidimensional way.”